flowmanceUps Studio Design System
Ups Studio is a stark, black-and-white digital studio site. It feels like a motion reel paused on a black screen: one white 3D logo cube turning in the middle of the hero, single uppercase words at viewport width (WORKS, SERVICES), and a wall of colourful project images packed edge to edge. The interface is greyscale and square; the only colour comes from the work.
Four signatures make it recognisable:
- The spinning logo cube. The hero is a white cube with U™ / DIGITAL / STUDIO set in black heavy uppercase on each face, rotating in 3D on a pure black page. Three tiny uppercase captions sit along the bottom edge: left, centre and right.
- Viewport-wide single words. Section titles are one uppercase word at 15vw (216px at 1440), weight 700, centred, with a superscript year tag such as '19–24 beside WORKS.
- Square, flat UI. Nav items are square buttons in white 10% with no radius, inputs are square, and the work grid has no rounded corners. The only rounding is a 7px chip, a 3px icon box and a few small circles.
- Numbered service rows. Large 64px service names, each with a small grey index (01–06) right after the word, stacked on 1px hairlines in the right half of the page.
Ups Studio is a dark-only design.
Colors
Surfaces
#000000Page background (--main-color); some sections use #000000 at 90%, which reads the same
#FFFFFF · 10%Nav buttons
#FFFFFF · 20%The current page's nav button
#FFFFFFThe logo cube faces and the icon box in line buttons
#080808Inputs and their 1px border
#FFFFFF · 12%With field: Inputs and their 1px border
Ink
#000000Text on primary
#FFFFFF#FFFFFFTitles, service names, captions, active nav text
#FFFFFF · 70%Paragraphs (every p has opacity 0.7), inactive nav labels, input placeholders
#FFFFFF · 63%Small uppercase meta lines (.figma-text)
#FFFFFF · 30%Service indexes 01–06
#000000Text on inverse-canvas
#FFFFFFAction
#FFFFFFThe submit button (Submit Project)
#FFFFFF#222222.button (checkout and inner pages)
#444444With secondary: .button (checkout and inner pages)
Lines & effects
#FFFFFF · 15%Cart border and cart footer rule, close-button fill
#FFFFFF · 20%Hairlines between service rows
#000000 · 40%Project title chips on work images
#DFDBE6The 2px left rule on blockquotes in blog posts (--third-color)
Typography
Instrument Sans · display-giant
The quick brown fox jumpsWORKS, SERVICES (.absolute-text, 15vw). 216px · 700 · 1.2 · -2px
Instrument Sans · headline-lg
The quick brown fox jumpsService rows (Development, Motion Graphic …). 64px · 600 · 1.3
Instrument Sans · title-sm
The quick brown fox jumpsPlan names and prices (.pricing-text). 20px · 500 · 1.2 · -0.5px
Instrument Sans · body-lg
The quick brown fox jumpsParagraphs, at 70%. 19px · 500 · 1.3
Instrument Sans · label
The quick brown fox jumpsNav buttons, inputs. 15px · 500 · 1.33
Instrument Sans · caption
The quick brown fox jumpsMeta lines (.figma-text, 63%) and service indexes (30%). 15px · 400 · 1.3
Spacing & shape
| Purpose | Value |
|---|---|
| Container | max 1440px, centred, with 3% side padding (about 43px at 1440) |
| Grid | .main-grid is 12 equal columns with no gap; .top-grid is 12 columns with a 16px column gap and 40px row gap |
| Section rhythm | .section has 150px top and bottom padding, 100px at ≤479px |
| Breakpoints | 991px, 767px, 479px (Webflow defaults), plus min-width 768px and 1280px steps |
Spacing scale
| Token | Value | Preview |
|---|---|---|
xs | 7px | |
sm | 9px | |
md | 15px | |
lg | 16px | |
xl | 30px | |
2xl | 35px | |
3xl | 40px | |
4xl | 55px | |
5xl | 100px |
Layout spacing
| Token | Value | Preview |
|---|---|---|
column-gap | 16px | |
section | 150px |
Border radius
Surfaces
How the surfaces stack, from the page background up. Hex codes and roles are in Colors above.
Motion
| Logo cube | rotateY 0 → 90°, 1000ms ease, with move x 35%, 1000ms ease, so each face turns into view |
| Page load fade | opacity 0 → 1, 1000ms outQuart, with move → 0px, 1000ms outQuart |
| Rise on scroll | y 10% → 0% and y 50% → 0%, 500ms, scroll-linked; y 0vh steps for sticky sections |
| Rotate on scroll | Rotate, 500ms, four elements |
| Scale | scale → 0, 500ms |
| Slide in | x 30px → 0, 800ms outExpo; x −30px → 0, 500ms outQuart |
| Arrow nudge on hover | x 3px, y −3px and back, 300ms ease |
| Nav button hover | Size change, 300ms ease |
| Fade toggles | opacity 0 ↔ 1, 500ms |
| Secondary button | Background, 300ms |
Do’s and don’ts
- Keep the page pure black (#000000) with white (#FFFFFF) type and nothing in between except white at 10–70%.
- Keep corners square: nav buttons, buttons, inputs and images are 0px. Use 7px only for chips on images.
- Title sections with one uppercase word at 15vw, weight 700, tracking −2px, plus an optional 3vw superscript tag.
- Number service rows with a small 30% white index right after the name, on 1px white 20% hairlines.
- Run work images edge to edge in a 3-column grid with 15px black gutters.
- Set paragraphs at white 70% and 18–19px, line height 1.3.
- Add a brand colour, gradients or shadows. Colour only comes from the work images.
- Round buttons or nav items. Pills and soft cards are not part of this template.
- Use ink-faint (white 30%) for anything but the small indexes beside 64px service names.
- Use Space Grotesk, or the declared #D9DAE2 and #D8DFE0 variables. They are not on the page.
- Write titles longer than one word, or set them in sentence case.
- Animate longer than 1000ms, or loop anything except the cube and the text rotator.
Example prompt
Any page in the Ups Studio style
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Get All AccessUpgrade to All AccessHow to use the Ups Studio design system
Pick a file to see what it’s for and where it goes.
What it is
The whole design system in one markdown file, written for AI: every color, type style, spacing value, component and motion rule, plus do's, don'ts and a ready prompt.
Best for
Claude, ChatGPT, Gemini, Cursor and v0, or any other AI tool that builds pages or code.
How to use it
- Put
DESIGN.mdin your project and mention it in your request, or save it as.cursor/rules/ups.mdc - For the rule file, start it with a front-matter block that sets
alwaysApply: true, so every chat uses it - Ask: “Build a pricing page using DESIGN.md.” Cursor follows the colors, fonts, spacing and rules
- Put
DESIGN.mdin the project root - Add one line to
CLAUDE.md: “Follow DESIGN.md for all UI.” - Ask for any page or component; Claude reads the file first
- Attach
DESIGN.mdto the chat (or paste it in) - Ask: “Build a landing page in this design system.”
- Keep the file in the chat or project knowledge, so follow-up pages stay on style
What it is
Every token as data, in the W3C Design Tokens format: colors with their roles, type styles, radius, spacing, and component tokens that point at them.
Best for
Figma (Tokens Studio), Style Dictionary and other design-token tools, and build scripts.
How to use it
- In Figma, open Tokens Studio, choose Import, and pick
tokens.json - Or point Style Dictionary’s
sourceat it to generate tokens for any platform - In code, import it like any JSON file
What it is
A Tailwind CSS v4 theme: every color, font, type style, radius and spacing value becomes a Tailwind utility, like bg-canvas, text-headline-lg or rounded-md.
Best for
Tailwind v4 projects, and AI builders that write Tailwind (v0, Lovable, Bolt).
How to use it
- Save
theme.cssnext to your main CSS file - Import it after Tailwind:
@import "tailwindcss"; @import "./theme.css"; - Use the classes:
bg-canvas text-ink rounded-md p-lg
What it is
The same tokens as plain CSS variables on :root. Component values point at the color variables, so changing one color updates everything that uses it.
Best for
Any website: plain CSS, Webflow custom code, Framer, WordPress.
How to use it
- Add it to your stylesheet, or in Webflow paste it into Site settings → Custom code inside a
<style>tag - Use the variables anywhere:
color: var(--color-ink) - Change a token once and every place that uses it follows